achoo by Kleenex
Kleenex® Brand Tissues
Issue 29 | December 2013
Agency
JWT New York, VML, Mindshare, Geometry, Ketchum
Creative Team
JWT Chief Creative Officer, North America Jeff Benjamin Chief Creative Officer, New York Matt MacDonald Executive Creative Director Jim Hord Senior Art Director Harsh Kapadia Senior Writer Giovanni Maletti
Production Team
VML Chief Experience Officer Juan Fernando Santos Creative Director Todd Slutzky Associate Creative Director Amy Small Art Director Leo Ferro Designer Angie Jerez Copywriter Moria Campbell User Experience Designer Met Uzer Business Requirements Ira Gross Technical Director Ted Duncan JWT Project Managers James Neal Sandra Tarnowski Account Team Mike Miranda Nadine Andros Evan Johnson Leah Hattendorf
Other Credits
VML Project Manager Ryan Fuquea Account Team Jennifer Sims Kristina Smith Ellyn Dupuis Kimberly-Clark Brand Champion / Brand Director Eric Higgs Senior Brand Manager Tracy Buelow Brand Manager Anna Elledge Media Agency Mindshare
Date
September 2013 – April 2014
Background
In 2012, colds and 'flu made it a tough winter for many families. But, with a little preparation, Kleenex® Brand hoped to make 2013 easier for Mom.
Idea
achoo by Kleenex was a cold and 'flu predictor, developed by Kleenex® Brand to help mothers find out in advance when colds and 'flu would be bad in her area, and to prepare for it.
Aggregating weather forecasts, CDC 'flu statistics, online search queries, social media discussion and more, achoo by Kleenex provided a snapshot of sickness risks in the area for the next three weeks with accuracy levels between 80 and 90%.
Once she had accessed her personalised 'flu forecast, Kleenex® Brand then provided mom with all the information she needed to help protect her family. Locations of nearby 'flu vaccination clinics were detailed as well as daily health tips, a Kleenex® Tissue calculator and a coupon to encourage purchase of tissues.
The data gathered in the 'flu predictor also helped deliver geo-targeted banner ads and digital OOH applications in doctors' waiting rooms.
TV advertising dramatised the embarrassing moments people could get into if caught without Kleenex® Tissues.
The online tool was supported offline by Kleenex® Brand ambassadors, who visited the cities identified at being at greatest risk of colds and 'flu to help families prepare.
Results
achoo by Kleenex was launched in September and results will only be fully known in 2014 when the weather becomes warmer.
However, Kimberly-Clark is expected to extend the idea to allergy predictions as well.
Our Thoughts
For over a decade, I kept hearing how data was going to provide the insights that would allow marketing to become more tightly focused and advertising to become better targeted and more effective. But going back over the previous 28 issues of Directory, there has been little evidence of it.
McCann’s Tokyo created Kazemill two years ago, an app that analysed where and when people were tweeting about ‘flu to chart the spread of the illness. This is similar but more B to C, a great way to harness data from multiple sources to provide very specific help and advice.
Brands communicate more in what they do than in what they say. Here’s Kleenex® Brand not simply saying to mothers, ‘We’re here for you’, but actually being there for them.